When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she aimed to project confidence despite starting without any clients.
Reflecting on the early days, India shared her husband’s skepticism, recalling how potential clients would reach out after seeing her articles, expressing interest in trips to Disney or New Jersey. She often responded that her business was fully booked with high-net-worth clients – a statement that belied her reality of having no bookings at all.
Fast forward sixteen years, and India’s initial strategy has proven successful. She now caters to a prestigious clientele that includes multiple world leaders and celebrities, like Mariah Carey. Her focus is on individuals whose earnings exceed $100 million annually, offering them experiences they can’t easily replicate.
India emphasizes the importance of personalized care and relationship-building in her business approach. With a vast network of over 2,000 contacts in the hospitality sector, including luxury hotels and restaurants, she has crafted unique travel experiences tailored to her clients’ desires.
She notes that while her clients often possess considerable influence and connections, the key to fulfilling their travel aspirations lies in careful listening and understanding their needs. “They see what they want but lack the time, access, or resources to achieve it,” she explained.
Her approach prioritizes meaningful experiences over mere luxury. For example, she does not promote highly-rated restaurants if she feels they don’t provide the excitement her clients seek. Instead, she might recommend more unique dining options that offer greater intrigue, such as arranging a candlelit dinner at Versailles or brunch atop the Arc de Triomphe.
India also strives to connect her clients with notable personalities during their travels, having arranged meals with prominent families within the fashion industry. However, she recognizes that sometimes her clients prefer simpler comforts. For former President George W. Bush’s trip to Ethiopia, she ensured he had familiar snacks like peanut butter and non-alcoholic beer, alongside an unexpected welcome from local children in Texas Rangers caps.
Demonstrating her genuine care for clients, India dedicates her time to interacting with everyone around her, from cab drivers to restaurant staff, to uncover the most authentic experiences for her clientele. She believes that luxury encompasses more than exclusive events—it includes authentic connections and meaningful interactions.